June 21, 2010
What do you want your coaching clients to do? Don’t assume they’ll come to your website or storefront just because you’ve told them you’re there. Results driven advertising, marketing and promotions take more planning and effort than an “If I build they it they will come” approach.
One of the best pieces of advice I can offer when creating copy is to always include an offer, otherwise known as a call to action.
Give your potential customers and coaching clients a reason to support your business. Invite them in to your storefront, request they visit your website and be sure to ask them to take action by giving them a compelling reason to do so.
What are you “asking” your clients and prospect to do?
How often do you see a billboard, print ad or webpage that makes you scratch your head and wonder “what was that all about?” Think about radio and television ads for a moment. Do you ever wonder why advertisers invest in the so called clever and catchy campaigns with no clear message?
Take a moment to consider the types of marketing or advertisements you personally respond to. If you see an ad on television that is unclear do you immediately gravitate toward the brand being featured? Probably not. On the other hand if you see an ad with a specific offer, perhaps a solution to a problem you’ve been experiencing or an item that fills a need you have right now you’re more likely to take action.
Advertisements designed to build top of the mind awareness without any clear call to action are called institutional ads. I’m not saying they don’t have their place. If you have an unlimited budget this can be effective. I’m simply making a case for the use of direct response tactics in all of your marketing efforts. Direct response ads get better results. They promote action. Isn’t that what marketing is really all about?
Here’s an example: If you’re reading this article it’s my sincere intent that you’re getting some value from it. This article is designed to help you think more objectively about your business. It’s also designed to showcase my expertise and let you know you can tap into additional savvy marketing insight and copywriting tips when you visit my website. You’ll notice a signature box below. This includes my contact information and a call to action to accept a free gift from me. Feel free to a visit my website and take advantage of the offer.
Take Action Challenge: Review your marketing materials to re-evaluate what you’re asking your coaching clients to do. Are you offering them a compelling reason to act?
Lisa Manyon is the President of Write On ~ Creative Writing Services, LLC. and a Professional Copywriter and Marketing Strategist specializing in POWERFULLY communicating your marketing message to increase results. She’s a published author and is a featured in the International Association of Web Entrepreneurs Official AWE Guide to Emerging Trends Every Online Entrepreneur Must Know and has written promotional, advertising and marketing copy for internet gurus and a wide variety of brick and mortar businesses. She's completed Glazer Kennedy’s Creating Copy that Sells certification and is a Copy Coach for Lorrie Morgan Ferrero’s She Factor Copywriting Bootcamp. Manyon offers a free Copywriting Action Plan with 7 Power-packed Insider Tricks of the Copywriting Trade to Dramatically Increase Sales of your Products & Services on her website
March 22, 2009
When you are writing marketing material, the right call to action can make all the difference.
No matter what you are selling, your call to action should be as specific as possible and written for your audience. Your goal is to motivate them to buy what you're selling.
Know what you want them to do
You have to know what you want your customers to do to get the results you expect. Do you want them to download a free report? Buy something? Visit your website? Make sure that your intentions are clear.
Make your call to action visible
Don't bury your call to action somewhere in the middle of a densely written paragraph where it could be missed.
Whether you state it in the beginning, the middle or at the end of your copy, make sure that it can clearly be seen. Make sure it stands apart from other copy by using white space, attention grabbing sub headlines or a bulleted list.
- Make sure the call to action is clear
Don't leave your readers guessing about what you're asking them to do. Make your message very simple and actionable.
- Make it compelling
Show your readers how your product or service benefits them upfront. Let them know why they shouldn't refuse your offer.
- Create a sense of urgency
Give readers a time period to respond to your offer. Experts say setting a deadline increases your response.
- Repeat the call to action if you direct readers to a website
This is very important if you want your customers to buy or sign up for something. Repeating your call to action reminds them of what you want them to do.
This blog post was reprinted with permission from the author.